Máté Petrány

BA's new #lookup campaign puts digital billboards equipped with surveillance technology under flight routes in Britain. When a BA plane flies by, the display switches to a child pointing out the plane passing overhead with the flight number and the destination it's arriving from. Infotainment at its best.

The billboards also show other details including that route's lowest fare or the weather in the origin destination. So far, only two have been set up, one at London's famous Piccadilly Circus and one next to Chiswick.